Mo Bros: The Movember Social Marketing Campaign

"Chaging the face of men's health."

If you haven't yet heard about the Movember Movement, you will. 

It's an innovative social marketing campaign that is truly "changing the face of men's health." 

A play on the word November, the Movember Movement challenges men (self-described Mo Bros) around the world to grow a moustache during the entire month of November to raise awareness and funds for men's health, particularly prostate cancer. 

The Movember Movement has the potential to transform how men communicate with each other. 

Okay, so that's a pretty bold pronouncement, right. 

Well, here are a few quick takeaways for those of you, like me, who consider themselves to be social entrepreneurs.

First, the Movember Movement is literally in your face. It captures your attention in ways that opens up conversation. 

Second, the call to action is easy. All you have to do to support the campaign is to follow three simple rules. Start out the month of November clean shaven. Grow a moustache (not a beard and not a goatee) the entire month, and raise awareness and money for prostate cancer. 

Third, the campaign is explicitly focused on outcomes. The money raised is used as an incentive to spark collaboration and innovation with the field of men's health, a field traditionally plagued by silos. 

So, if you are developing your own social marketing campaign, take a look at what the Bros at Movember are doing. It captures your attention. It offers a practical call to action that is easy for people to embrace. And, it inspires new behaviors of collaboration and innovation within the field of men's health. 

The Movember Movement is a great example of a collective action campaign that creates the conditions for new behaviors, new partnerships, and new outcomes in men's health.

Here's a great a video about the movement.